Changes Ahead

Andrew White

Over the next few months, Southland Cotton will be undergoing some slight changes and I want to make sure those changes are enumerated so they don't come abruptly.

When I chose to name my company Southland Cotton almost six years ago, I chose the word "Southland" because my college's band is called The Pride of the Southland. I chose "Cotton" simply because the shirts were made out of cotton.

A few times over the years, people have raised concerns over possible negative racial connotations in the name given the American south's heavy use of slave labor in the cotton trade.

Despite the fact that I had no negative intentions when naming the company, I'm uncomfortable that the name of my company has elicited a painful reaction in others.


How things will change

Over the next few months, I plan to begin introducing designs and branding that drop the "Cotton" part of the moniker, leaving Southland as the brand's main identity. This change is already reflected in the main logo used on the website today.

That said, the brand's core aesthetic and dedication to understated simplicity in our designs will remain the same. The web address will continue to be "" for the foreseeable future.

The decision to rebrand is sentimental but I think necessary. I'm looking forward to what's ahead for the company and I can't wait to share it with you!


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